Law firms have notoriously approached the implementation of SEO strategies with some skepticism. This is due, in part, to the fact that many lawyers and legal marketers alike have difficulty understanding the potential ROI of SEO. Jaffe PR Digital Strategist Melanie Trudeau recently published an article in ALM's "Marketing the Law Firm" newsletter that helps make the case for law firm SEO by providing a brief list of criteria every legal marketer should consider when evaluating a law firm's Internet marketing practices. 

Titled "Seven Criteria for Evaluating Your Law Firm's SEO," Trudeau's article covers the main components of a law firm SEO strategy, including: website traffic, indexation, navigation, keyword data, on-page optimization, link profile and social presence.  

"When I first talk with clients about SEO, I usually encounter hesitation and skepticism," Trudeau writes in her article. "But I can always persuade law firm marketers to agree that their websites play prominent roles in their marketing plans. By extension, if a website is crucial to your firm's marketing picture, then isn't the ability for clients and prospects to find your website online also important? Simply put, if your website is important, then SEO should be important." 

You can read the full article, here.